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BREAKING: HEWLETT-PACKARD: 'EXPANDING POSSIBILITIES' IN ADS

Published on .

Hewlett-Packard Co. on Nov. 19 breaks a $15 million yearlong cable and network TV campaign featuring its new brand statement, "Expanding possibilities." Landor Associates, San Francisco, developed the line; Goodby, Silverstein & Partners, San Francisco, created the ads. Three spots in the company's first consumer brand campaign show how people -- a grandmother, new parents, a former Negro League baseball player -- use Hewlett-Packard scanners, printers and PCs, in a play to position itself as the source for "imaging" products. HP will extend the theme and a new graphics motif to collateral materials, packaging and consumer Web sites. The marketer expects to spend $15
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